“Yeah, I’ve been wanting to create content…“

Said every business owner… Most know it works. Few know where and how to actually begin. What if we finally figure this out?
Get a pre-sale ticket

Only 100 seats. Once they’re gone, they’re gone.

16th July 2026 | 9AM – 5PM | CommonGround, Jaya One

Brands supporting Underdog Con

HRD Corp Claimable for Eligible Malaysian Employers

It’s time to figure content marketing

Introducing Underdog Content Con

So here’s the plan.

We invite a few practitioners to share on stage. People already doing content marketing to share their lessons. 

Case studies, behind-the-scenes, and what worked. 

Then we fill the room with 150 like-minded marketers and business owners, who are in it to discover, network, and share. 

Everyone goes home with a lesson, a connection, an opportunity or all three.

You in?

See what they say

See what people who attended Underdog Con have to say. Fun fact: More than 35% of participants re-attend another Underdog Con series.
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Meet the speakers

We’re bringing in real-world practitioners who have built and scaled. No fluff, no vague theories—just actionable insights from those in the trenches.

Eddie Tan Yi Ming

Eddie Tan Yi Ming

Founder, Caketella

Culinary entrepreneur, baker, and business mentor.
Eddie Tan Yi Ming is a prominent Malaysian culinary entrepreneur, pastry chef, and digital creator renowned for disrupting the local baking industry. Formally trained as a fine-dining chef with a strong foundation in classic French cuisine, Eddie successfully transitioned his meticulous kitchen artistry into the world of baking. He is the visionary founder behind Cake Tella, a celebrated artisanal brand specializing in signature alcoholic cakes, and Keto Cake Malaysia, a specialized line dedicated to premium low-carb, sugarless desserts.
As a dynamic business leader, Eddie famously steered his wholesale bakery through the challenges of the 2020 pandemic. By swiftly pivoting to an online, direct-to-consumer model, he transformed Cake Tella from a prominent café supplier into a household delivery favorite across the Klang Valley. His ability to spot untapped market niches and execute agile business strategies has made him a respected figure in the region’s food and beverage ecosystem.
Beyond running his businesses, Eddie is a passionate educator who leverages social media to mentor thousands of aspiring bakers and food entrepreneurs. He frequently shares high-value insights on ingredient literacy, kitchen hacks, and the raw, transparent realities of building a food brand. As a speaker, Eddie blends culinary passion with practical business acumen, offering audiences actionable strategies on entrepreneurship, digital adaptation, and niche marketing.
Reuben Ch'ng

Reuben Ch'ng

Founder, Daily CMO

Helping marketers and businesses to grow.

Reuben Ch’ng is marketer and entrepreneur with over 12+ years of experience working & training brands such as TNB Malaysia, Sony, Nandos, UEM, and Media Prima Digital, History Channel, and Pacific West.  

He started his entrepreneurial journey as a founder of a music and dance school, Cat Studio – before moving into media, working on several documentaries and broadcast projects. With his media experience, Reuben then took the position of business director in the Adtech and mobile advertising industry, working with FMCGs and corporates on advertising and marketing campaigns.

His past achievements as a marketer include growing a tech school, LEAD to RM2 million in revenue and driving millions in revenue for brands like Q-dees, HOMA2u and Proton. Today, he runs a Daily CMO – a marketing company focused on helping businesses grow. 

Tengku Ariputra

Tengku Ariputra

Founder, Honey I’m Home

Agricultural entrepreneur, system builder, and steward.

Tengku Ariputra is a Malaysian entrepreneur and agriculturalist dedicated to building businesses that create lasting value. As the founder of Honey I’m Home, he champions locally harvested honey while educating consumers about its benefits, quality and heritage.

Ariputra’s work centres on empowering local industries, developing scalable business systems and encouraging Malaysians to think critically about the future of their country. Whether in agriculture, content creation or entrepreneurship, he is driven by a commitment to stewardship, growth and meaningful impact.

Claudia Ng

Claudia Ng

Founder, MYFranchiseGuide

Educates franchises, advises brands, raises standards.

Helping raise the standards of franchising across Asia.

Claudia Ng is the Founder of MYFranchiseGuide, a franchise education and advisory platform helping brands and investors make better expansion decisions.

She has spent most of her career across growth, marketing, sales, and franchising in major capital markets. Before starting MYFranchiseGuide, Claudia spent seven years with Meltwater, where she was recognised as one of the company’s Top 5 Global Salespeople and Most Consistent Salesperson Globally.

Today, Claudia works with franchise brands, investors, and industry stakeholders to build stronger systems, improve market education, and support more sustainable business expansion across the region.

Brian Pua

Brian Pua

CEO, O'Briens Cafe

Built, scaled, owns Halal café brand.

Brian Pua is the CEO of O’Briens Ireland Malaysia⁠ and the entrepreneur behind Malaysia’s leading Halal Irish sandwich café brand.

At just 25 years old, with no F&B background and limited confidence in his English, Brian flew alone to Ireland in the middle of winter with a simple dream — to bring the O’Briens brand back to Malaysia.

In 2002, he opened the first O’Briens outlet at Great Eastern Mall, Kuala Lumpur, and spent the next one and a half years working behind the counter himself, learning every part of the business from the ground up.Over the past two decades, Brian has grown O’Briens Malaysia into a well-loved café chain with outlets across Malaysia.

In 2021, he achieved a major milestone by securing the Asia-Pacific master franchise rights, making O’Briens a Malaysian-owned master franchise for the region.Today, Brian continues to lead the brand with a strong focus on people, culture, and sustainable growth. Through his entrepreneurial journey, he shares honest lessons on leadership, franchising, and business building, inspiring aspiring entrepreneurs to build businesses that serve both customers and communities.

Agenda

09.00 am – 10:00 am

Registration & Networking

Breakfast & Coffee

10:00 am – 10.15 am

Keynote

Reuben Chng, Daily CMO

10:15 am – 11:00 am

The Product was never the Product

Tengku Ariputra,  Honey I’m Home

11:00 am – 11.45 am

Selling to a World That Doesn’t Trust You

Claudia Ng, MYFranchiseGuide

12:00 am – 12:45 pm

Bake It Till You Make It: Building a Content Engine Around a Business

Eddie Tan Yi Ming, Caketella

12:45 pm – 1.45 pm

Lunch break & networking

1:45 pm – 2.30 pm

From Boardroom to Camera: How I Got Comfortable Making Content as CEO

Brian Pua, O’Briens Café

2:30 pm – 3:15 pm

Presentation 5

Updating Soon

3:15 pm – 3.30 pm

Networking session

3:30 pm – 4.15 pm

Presentation 6

Updating Soon

4:15 pm – 5:00 pm

Networking Session

Join 100 marketers discussing content marketing.

Content Con is intentionally made better, not bigger. Bringing 100 participants together under a roof has been proven to bring the best ROI for everyone.

Grab a pre-sale ticket now to save.

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HRD Corp Claimable for Eligible Employers

Underdog Content Con is HRD Corp claimable. Submit your interest form and our team will contact you to guide you through the application process, required documents, and next steps.

Apply Via HRD Corp

Full HRD Corp rate: RM379 per participant, subject to employer eligibility and HRD Corp approval.